USPTO Patents Application 09711261

Application No.: 09/71 1 ,261
Attorney Docket No. 0801 1 .3010

AMENDMENTS TO THE CLAIMS:

This listing of claims will replace all prior versions and listings of claims in the
application:

1 . (Currently Amended) An apparatus for hyperlinking specific words in
content to convert the words into advertisements, comprising:

an Internet-enabled web browsing device, including a terminal for
connection to the Internet;

a content provider server having content files to be displayed on web
browsers, said content provider server being connected to the
Internet;

an advertiser web page accessible over the Internet; and

an ad server connected to the Internet, wherein code in one of said

content files references said ad server to determine at least one
existing advertiser-chosen word present in said content file, said
code automatically, when said content file is interpreted by a web
browser, providing th e ad s e rvor prov i des moans for prov i ding a
hypertext anchor to conv e rt for said at least one existing advertiser-
chosen word , thereby converting said at least one existing
advertiser-chosen word pr e sent i n a content f il e into an
advertisement by linking said at least one advertiser-chosen word
to said advertiser web page.

2-3. (Cancelled).

Application No.: 09/711,261
Attorney Docket No. 0801 1 .3010

4. (Currently Amended) The apparatus of claim 1 , whoroin sa i d moano for
prov i d i ng a hypertext anchor to an advort i cor chocon word i n oaid content f il o io
further including a means associated with said ad server to dotormino which
wefds determine said at least one existing advertiser-chosen word present in
said content file to hyperlink when referenced by cod i ng said code in said content
file.

5. (Currently Amended) The apparatus of claim 4, wherein said means
associated with said ad server to dotorm i no wh i ch words to hyper li nk wh e n
roforoncod by cod i ng i n sa i d content f il e comprises:

decisioning logic; and

a database associating ITanTl said at least one existing advertiser-chosen
word with a destination URL pointing to said advertiser web page.

6 - 7. (Cancelled).

8. (Original) The apparatus of claim 1 , further comprising means to link to said
advertiser web page using a tracking URL.

9. (Currently Amended) A method for hyperlinking specific words in content to.
convert the words into advertisements, comprising:

connecting a content provider server to the Internet, said content provider
server having content files to be displayed via web browsers;

providing an advertiser web page so as to be accessible over the Internet;
[[and]]

connecting an ad server to the Internet; , whoro i n

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Application No.: 09/71 1 ,261
Attorney Docket No. 0801 1 .3010

referencing, by code in one of said content files, said ad server to

determine at least one existing advertiser-chosen word present in
said content file; and

said code automatically, when said content file is interpreted by a web
browser, providing tho ad server prov i des a hypertext anchor te-
convort for said at least one existing advertiser-chosen wordj_
thereby converting said at least one existing advertiser-chosen
word pr e s e nt i n a content f il o into an advertisement by linking atv
Intornot - onablod wob brows i ng dov i cb connoctod to tho I ntornot
said at least one advertiser-chosen word to said advertiser web
page.

10-11. (Cancelled),

1 2. (Currently Amended) The method of claim 9, wherein sa i d content fi l o
inc l udes cod i ng and the ad server provides a hypertext anchor to an
advertiser-chosen word in said content file by determining which words a means
associated with said aci server determines said at least one existing
advertiser-chosen word present in said content file to hyperlink when referenced
by said cod i ng code in said content file.

13. (Cancelled).

14. (Currently Amended) The method of claim [[13]] 9, wherein said ad server
employs frames so as to display a content provider URL in a browser window of
[[said]] an Internet-enabled web browsing device.

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Application No.: 09/71 1 ,261
Attorney Docket No. 0801 1 .301 0

1 5. (Currently Amended) The method of claim [[1 3]] 9, wherein said ad server
employs coding to display a content provider URL in a browser window of [[said]]
an Internet-enabled web browsing device.

1 6. (Original) The method of claim 9, further comprising linking to said advertiser
web page using a tracking URL.

1 7. (Currently Amended) A method for advertising by hyperlinking specific
words in content to convert the words into advertisements, comprising:

alter i ng tho HTML cod i ng of content for ah I ntornot d i sp l ayed f il o to
include a hypertext anchor to convert at l east ono ex i sting
advortisor - choson word present i n the content i nto an
advert i sem e nt by l ink i ng sa i d at le ast on e advertis e r - chos e n word
to an advertiser wob page;

referencing, by code in said content, an ad server to determine at least
one existing advertiser-chosen word present in said content;

said code automatically, when said content is interpreted by a web

browser, providing a hypertext anchor for said at least one existing
advertiser-chosen word, thereby converting said at least one
existing advertiser-chosen word into an advertisement by linking
said at least one advertiser-chosen word to an advertiser web
page; and

receiving compensation from said advertiser.

18. (Original) The method of claim 17, further comprising compensating at least
one of a provider of said content of said Internet-displayed file and an entity that
selects said hypertext anchor.

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Application No.: 09/71 1,261
Attorney Docket No. 0801 1 .3010

19. (Original) The method of claim 18, further comprising compensating on a
basis selected from the group consisting of flat rate per ad, flat rate per site,
impressions, clicks, and conversions.

20. (Original) The method of claim 17, further comprising linking to said
advertiser web page using a tracking URL.

21 . (Currently Amended) An apparatus for hyperlinking specific words
displayed in an application to convert the words into advertisements, comprising:

an Internet-enabled device, including a terminal for connection to the
Internet;

an HTTP-enabled software application operating on said device;

a source for text-containing files to be viewed in said software application;

an advertiser file accessible over the Internet; and

an ad server connected to the Internet, wherein code in one of said

text-containing files references said ad server to determine at least
one existing advertiser-chosen word present in said text-containing
filem said code automatically, when said text-containing file is
interpreted by a web browser providing th e ad server prov i des
moans for provid i ng a hypertext anchor to convert for said at least
one existing advertiser chosen word , thereby converting said at
least one existing advertiser-chosen word prosont in sa i d toxt -
contain i ng f il o into an advertisement by linking said at least one
advertiser-chosen word to said advertiser file.

22. (Cancelled).

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Application No.: 09/711,261
Attorney Docket No. 0801 1 .301 0

23. (Original) The apparatus of claim 21 , further comprising means to link to said
advertiser file using a tracking URL.

24. (Currently Amended) A method for hyperlinking specific words in
text-containing files to convert the words into advertisements, comprising:

providing an Internet-enabled device with an HTTP-enabled software
application;

providing said text-containing file to be viewed by said software
application;

providing an advertiser file so as to be accessible over the Internet; [[and]]

connecting an ad server to the Internet; , wher ei n

referencing, bv code in said text-containing file, said ad server to

determine at least one existing advertiser-chosen word present in
said text-containing file; and

said code automatically, when said text-containing file is interpreted bv a
web browser, providing tho ad sorvor providoo a hypertext anchor
to convert for said at least one existing advertiser-chosen wordj_
thereby converting said at least one existing advertiser-chosen
word prosont i n said toxt - oontaining f ile into an advertisement by
linking sa i d I ntorn e t -e nab le d w e b brows i ng dovioo to said at least
one advertiser-chosen word to said advertiser file.

25. (Cancelled).

26. (Original) The method of claim 24, further comprising linking to said
advertiser file using a tracking URL.

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Application No.: 09/71 1 ,261
Attorney Docket No. 0801 1 .301 0

27. (Currently Amended) A method for advertising by hyperlinking specific
words in documents to convert the words into advertisements, comprising:

viewing a document with a software application;

referencing, bv code in said document, an ad server to determine at least
one existing advertiser-chosen word present in said document:

said code automatically, when said document is interpreted bv a web

browser, providing a hypertext anchor for said at least one existing
advertiser-chosen word, thereby converting said at least one
existing advertiser-chosen word into an advertisement bv linking
said at least one advertiser-chosen word to an advertiser web
page: and

alter i ng tho docum e nt f ile w i th software to inc l ude a hypert e xt anchor to
conv e rt at l e ast one ex i sting advortisor - chos e n word prosont i n tho
document fi l o into an advertisement by li nking sa i d at l oast ono
advortisor - chos e n word to an advert i ser docum e nt; and

receiving compensation from said advertiser.

28. (Original) The method of claim 27, further comprising compensating an entity
that selects said hypertext anchor.

29. (Original) The method of claim 28, further comprising compensating on a
basis selected from the group consisting of flat rate per ad, flat rate per software
application, impressions, clicks, and conversions.

30. (Original) The method of claim 27, further comprising linking to said
advertiser document using a tracking URL.

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Application No.: 09/71 1 ,261
Attorney Docket No. 0801 1 .301 0

31 . (Currently Amended) A method of advertising by hyperlinking a specific
word in content to convert the word into an advertisement, comprising:

referencing, by code in the content, an ad server to determine at least one
existing advertiser-chosen word present in the content;

the code automatically, when the content is interpreted by a web browser
providing a hypertext anchor for the at least one existing
advertiser-chosen word, thereby converting the to turn an
advertiser-chosen word in a content f il e into a hyperlink that links
the advertiser-chosen word to an advertiser web page; and

displaying a description of the advertiser web page when a mouse pointer
is positioned over the hyperlink.

32. (Previously Presented) The method of claim 31 , further comprising charging
the advertiser a fee when the hyperlink is clicked.

33. (New) A method for hyperlinking specific words in content to convert the
words into advertisements, comprising:

referencing, by code in a content file being interpreted by a web browser
for display on a user device, an ad server; and

receiving, by the user device, a determination of at least one existing
advertiser-chosen word present in the content file;

wherein the code provides a hypertext anchor for the at least one existing
advertiser-chosen word automatically, when the content file is
interpreted by the web browser, thereby converting the at least one
existing advertiser-chosen word into.an advertisement by linking
the at least one advertiser-chosen word to an advertiser web page.

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Application No.: 09/71 1 ,261
Attorney Docket No. 0801 1 .301 0

(New) A method for converting specific words in content into
advertisements, comprising:

transmitting a content file from a content provider to a user device,
wherein the content file comprises code, the code for:

referencing an ad server to determine at least one existing
advertiser-chosen word that is present in the content
file; and

providing a hypertext anchor for the at least one existing
advertiser-chosen word automatically, when the
content file is interpreted by a web browser executed
by the user device, thereby converting the at least
one existing advertiser-chosen word into an
advertisement by linking the at least one
advertiser-chosen word to an advertiser web page.

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